You should certainly register for the webinar and join us live, if you can. If not, the event will be archived on NetBase’s website, so you’ll still be able to access it. It kicks off at 2 p.m. ET/11 a.m. PT Thursday, May 12. It should last 45 minutes or so. And as of right now, it’ll be a fast and fun talk. I’m not planning on a lot of PowerPoint slides but rather looking at data and just walking folks through what I look for and see.

In preparation, I’d love to hear from some of you who sift through research, particularly those of you who focus on social media data you might glean from monitoring solutions, web-based research tools and the like. I’ll be sharing some ideas on how I try to pull insights from keyword research, anecdotal conversation points and more. But I’d love to hear from you:

What do you look for when reviewing surveys, monitoring information, keyword research and so on?

How do you decipher anomalies from potential trends?

What type of data do you weigh heavier than others?

I’d love your thoughts and ideas on how you find the needles in the haystacks. I’m certainly not the first, only or even best person out there to explain how to pull insights from social media information. Your ideas would be a welcome addition to the conversation.

Come see us on Thursday. In the meantime, drop a comment and let me know how you find insights in the data you see.

Disclosure: NetBase is an online research partner of Social Media Explorer.

About the Author

Jason Falls

Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at JasonFalls.com.

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Anonymous

From Sept I’ll be writing my dissertation on some of the more mathmatical sides of Social Media. Will deffo check this out. Thanks!

As a market research professional (26 years), insights are often the result of cumulative observations. Essentially, 1 + 1 = 3. And usually it comes from connecting things that are not obvious – if I know X about a group and also know Y, what does that tell me about the group and their behavior? Sometimes taking random “facts” or observations from a study or multiple studies and working to understand the possible connections are what yield the best insights.

Well said, Bob, and a good reminder. Sometimes folks don’t realize that’s
exactly what they’re seeing … we forget our existing knowledge and even
assumptions (mistaken or otherwise) about our audiences biases our own
analysis. Sometimes it leads to good insight.

But you’re talking about intentional division of the data, cross-checking
hypothesis, etc., which is certainly a market researcher talking. Thanks for
the reminder that insights don’t always come in isolation!

G Facchini

Jason, as my business experience I run a company (Buzzdetector) that offers not only monitoring solution but insight generation. We work side by side with our clients to deliver added value to the monitoring action.

What we look for?

a) Pertinence: we focus a lot on the pertinence of any single voices, rather than on the volume of voices, to the goal of the assignment. If we find something applicable no matter if it is a single voice, we count it.

b) Lateral product description: any product can be described by users in an original way, with a fresh tone, in a lateral way. This approach led us to change the entire communication strategy of the main brand of our bigger client: sales response was and still is after two years enthusiastic.

Potential trends?

Anomalies can be better detected on the medium term. Within few weeks or months, a wannabe hype will die if not supported by a real ratio

In general, to quote Jane Austen, it’s a matter of sense and sensibility.